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Stuff I’ve done. ads campaigns websites games strategies businesses products media even a little code and an absurd number of decks
What I do now is design digital things for clients... that are increasinglycentered on mobile & social experiences.
What we’re going to do togetherI’m going to talk about how to do Lean planning.Then you’re going to get to use what you learn.There’ll be teams, and you’ll be expected to go talk topeople on the street.Fun, right?
No vision.Research is too often used the way adrunk uses a lamp post:for support, rather than illumination.We were asked a question meant forthe former, not the latter.
We asked anywayIt couldn’t have been the bits -Nobody knew they were gone.In fact, nobody’d heard from the brand in years.People (and dogs) had changed -Lots more choices, no more junk food.
“You’ve got 99 problems... and the bits ain’t one.”
We suggested a pivot.Three-ingredient dog food.Real food, no fillers.With a new brand ID & campaign connecting the old,loved image (something dogs love),to a new doggie parenting style(something owners love giving dogs).
“Thanks, but we justwanted to know if it was the bits.”
Product-Market Fit “What do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?” — Rosser Reeves
So - what does itreally mean to think like a startup?
“You need to add value to peoples lives, not just expect them to participate because you goddamn well asked them.”Mel Exon, BBH Labs http://anjalir.wordpress.com/2011/04/12/sxsw-in-retrospect-the-last-of-the-launch-and-leave-ems/
We have an ownership problem.The client’s boss owns the business. The client owns the brand. Agencies own... advertising.
Our product is campaignsOur economic buyer is the client.Our end user is the audience.We have to design for both.
Let’s focus.The problem facing a Lean planner is not‘what about the creative brief’?It’s ‘how do we seek an effective campaign modelwith as little waste as possible?’Or, ‘how do we build the minimal experience orutility that makes the most difference in the shortterm, that we can scale?’
Client Brief Research Creative Brief Creative Development Production Media!
by Th -p e cClient Brief ro re du a ct tive of b Research th rie is f pr is oc a es Creative Brief s. Creative Development Production Media!
“We always have a vision that isclearly articulated, big enough tomatter & shared by the whole team.“Our goal is always to discoverwhich aspects of this vision aregrounded in reality & adapt thoseaspects that are not.”This is the ‘brief’... http://www.startuplessonslearned.com/
What are we really trying to do?Who do we think will want this?Why will they care - and do they care enough to act?How will we know when we win?
Start guessing.Generate hypotheses:About the customer.About what matters to them.About how they live their lives.About how we can create somethingthey desire or provide a solution to apainful problem.
Commit to your guesses.About your customer and their problem or desire.About what to make (the campaign).About where to place or build the campaign.About how you’ll get people there.About what the market is like.About who your true competitors are.About what should constitute success.
Time, place & Branded tone experiences &Freelancers utilities Interactions & Our client’s Solving a touch-points customers,Production Houses problem prospects, and theirMedia publishers Satisfying a influencers or need gatekeepersClients People Paid, earned & owned media Software & APIs Distribution & The client’s product sales or brand equity Client pays for strategy, development, implementation, media/hosting, testing Pass-through costs and iteration Salaries & operating expenses What if you could invent new revenue streams for your agency or client?http://www.businessmodelgeneration.com/ http://thestartuptoolkit.com/
Be honest.Are these really your customers?Is their problem really painful, or their desire really strong? Does it even exist?Are they really making decisions the way you thought? What do you need to change?
A reality check.Talk to your “co-founders” (e.g., clients & team).Do you need to seek other customers that are abetter fit?Do you need to rethink your positioning?Is it possible to give people what they want?Do you need to start over?
Planning is...campaign model design “I don’t need any more ideas. We’ve got plenty of ideas. I need to know what to make.”
Principles of Lean Start-ups (for Ad Agencies)• Assume the client briefs are hypotheses to be tested.• Continuous customer interaction - with both client & consumer.• Establish clear goals for the campaign from day one.• Start simple, and then iterate on successes and learn from failures.• Create right-sized, integrated teams, provide the right resources & tools as they are needed, and keep score with vendors & partners.
What’s a prototype?It’s not a finished product.It can be a drawing.Or a description.It’s enough for people to react to.
Why prototype?Because, otherwise, we’re still just guessing.
What’s iterating?It’s not starting over.It’s not doing something else.It’s not adding on features.It’s evolving, refining, maximizing, optimizing...
The goal isn’t perfection.The goal is the minimum you can make or do thatprovides the most perceived benefit to the customer, andis different enough from other options they know about.The point is to make something that we can deploy & test& learn from.For once, good enough might actually be good enough.